Unilever là một công ty đa quốc gia, được Anh và Hà Lan thành lập. Unilever là tập đoàn của Anh và Hà Lan chuyên sản xuất các mặt hàng tiêu dùng như mỹ phẩm, hóa chất giặt tẩy, kem đánh răng, dầu gội, thực phẩm... Đối thủ cạnh tranh chủ yếu của Unilever là hãng Procter Gamble, Nestlé, Kraft Foods, Mars Incorporated, Reckitt Benckiser và Henkel. Công ty này sở hữu nhiều công ty sản xuất hàng tiêu dùng, thực phẩm, sản phẩm giặt tẩy, mỹ phẩm của thế giới. Unilever sử dụng khoảng 180.000 nhân công2 và có doanh số gần 40 tỷ Euro hay hơn 62 tỷ Euro năm 2005. Unilever có hơn 400 nhãn hàng, trong số các sản phẩm nổi tiếng nhất có thể kể đến OMO, Surf, Lux, Dove, Knorr Comfort, Vaseline, Ponds, PS, Signal, Close Up, AXE, Rexona, Vim, Cif (Jif), Sunsilk, Sunlight,.. (Slide thuyết trình về Chiến lược chiêu thị của Công ty Unilever bằng Tiếng Anh)
Chapter 6: promotion of unilever unilever • Unilever is a global consortium of British and Dutch • Typical brands of Unilever: Dove, Close-Up, Sunsilk, Clear • Unilever in Vietnam with factories in Hanoi, Cu Chi, Thu Duc and Bien Hoa Industrial Zone • 350 distributors and 150,000 retail outlets • Growth: 35-40%, employing more than 2,000 employees • Creat 5500 jobs What is promotion ? Promotion-P4 is the efforts of enterprise to inform, persuade, remind and encourage customers to buy products as well as understand about enterprise Thanks to promotion, enterprise can sell more and faster The role of promotion Three major objectives of promotion Notification, provide information about the product and its benefits when the customer does not understand the product Convince customers that the Create a good image and confidence benefits of the product outweigh the cost so they decided to buy the in products when customers don’t company's products know anything about the product and not entirely on the value of the product Significant role of promotion • Make a difference for the product, market segment, promote consumption, branding • With these new products, they may need information about styles and features to building good customer’s attitude to the products • For those products that customer can identify, the company should persuade to change the perception to be preferred • For the most commonly used products that need a reminder to consumer increase the reliability of multi- Benefits of promotion • • Build an image for the company and products • Give information about the characteristics of the product • • • Build awareness of the new product • Create enthusiasm for distribution of members Convince customers to change products • • Promote existing products Relocate the image or the concept of the slow or saturated products • • Promote other product purchases Prove the reasonableness of the price Build strong relationships with customers Provide good after sales service for customers • • Maintain brand loyalty Create advantage for the company from the competitors • Introduction of sales locations Design communication content • *Rationality: outstanding quality, economic, high-value… • *Emotion: negative (tooth decay, bone thinning ) or positive (proud, interesting…) • *Spirit: Ford, Sony-always think of environment Pomina Steel-Dream house, Honda-Traffic safety Design communication content • Content of communicative structure: * Represent in order * Convincing argument * Give an conclusion for customers to thick and decide themselves • Forms: suitable to each specific cases * Edition: title, text, illustration, colors *Radio: language, words, how to read, sound * Television: face, body, gesture, clothes * Package: color, materials, size, shape Channels of information communication • Direct communication to customers *Advocate channels: salesman and target customers * Expert channels: people with professional knowledge * Social channels: friends, neighbor, brothers and sisters • Indirect communication to customers * Public media channel: newpapers, radio, television, … * Enviroment: school, agency, organization… * Events: introduction, funding, the fair,… Setup promotion budget • Method according to the financial ability: According to reality, not considered as investment capital so it is not clearly determined and there is no identifiable strategy • • • Method according to percentage revenue: Is part of the cost and often in the radio of turnover Setup a budget equivalent to competitors Method according to the objectives and missions MARKETING MIX PRODUCT PRICE PLACE PROMOTION Promotion mix decisions Advertising Personal selling Sales Promotion Direct marketing Public relation Advertising • Concept: Advertising is using means of public media in order to communicate good information or advantages of the product to customers To this, enterprises have to spend a certain amount The target of advertising • Encourage customers to seek information about the product • Create a link between the product and the needs • Promote action purchased consumer products • Remind consumers satisfaction in the past and continue to motivate them to buy products • Convince and changing consumer attitudes Advertising media The role of advertising • • For distributors • For consumers • For society For manufacturing • The audiovisual media • The print media • The outdoor advertising medium • Media mobile advertising • Other advertising media • Internet advertising : Ad-network, Search Marketing, Social Media Marketing, Buzz Marketing, Email Marketing Sales promotion Concept: is short-term encourage to foster the purchase of one product or service Sales promotion include types : Push strategy Pull strategy Direct Marketing Concept: Using telephone, mail, email and other tools (not using human) to contact and communicate with potential customers • Goals: • • Make potential customers buy the product • • • Create opportunity for salesman Have an influence on awareness and buying plan of customers later Send messages to impact company’s image Inform and guide customers for the next purchase Direct Sales • Missions of salesman: • Explain advantages of the product • Introduce and show special characteristics, useful feature of the product Direct sales: Using salesman to inform and persuade potential customers buying products or services of company (Fair, exhibition, samples…) • Provide after-sales service to please customers • Collect information from the market in order to improve marketing strategy Advertising Sales promotion Public relation Direct Sales - - - - Printing and media - Pano Packaging Instruction leaflets and Public relation books - Posters stores Concept: using means of public media to inform good information about the product or enterprise - games - Contacts Decoration in Icons, and logos Contests, lottery Gift Trial Fair The annual report - Charity work academic or Discount sports Installment Entertainment - Magazine Sales presentation - Funding for the Coupon purchase - Workshop Sales conference Program supporters - Sample Exposition